Social Media Strategies: Don't Remain 'Anti-Social'

"In all of our campaigns, we use social media as we preach a cross-media approach," Strack explains. In CustomXM's "Lunch and Learn" events, promotional messaging includes a mix of direct mail, e-mail and social media. "Our best successes occur when we use a 'refer a friend' approach that increases participants' chances of winning a door prize if they invite a friend who also attends. We put the link to the registration site on our social media platforms, drive people to the registration site, and from there they can refer a friend via e-mail. It's been very successful."